Business of Sport Daire Whelan

28/08/04: "There should be no mistake. Prompt and decisive action is necessary if we are to begin a new era . . . A new vision for the most comprehensive 'overhaul' of the systems and structures impacting upon Ireland's preparation for the Olympic Games . . . a move towards supporting Ireland's Olympic athletes, to ensure they are better prepared than ever before to compete at the Olympic Games."

No, it's not an early release of the review of the Irish Olympic performance at Athens but is taken from the Sydney Olympics Review that was commissioned after the team's poor showing. And they thought it was bad back then.

So, how, one might ask, have we failed so spectacularly to learn from our mistakes? The Sydney Review contained 29 key recommendations, which the Irish Sports Council undertook to complete.

Throughout, the focus was on the competitors and providing the best training and the best preparation. Indeed, the Sydney Review predicted "unless swift, decisive action is taken, there will be a similar tale from Athens in 2004". But there hasn't been a similar tale. We have gone backwards it would seem.

How can we have got it so badly wrong? We should be wary of further reports, further recommendations and of exasperating the problem. It was Rob de Castella - former director of the Australian Institute of Sport - who said of previous Australian Olympic performances, "If we do what we did for the last Games we will be nowhere. If we follow the best practice internationally, we may be just competitive. But if we fill each day with initiative, we will win medals."

So, can we expect initiative rather than just "best practice"? Unlikely, but as ever, radical action might be taken if the pockets of the pay masters start to get hurt. After all, as Minister for Sport, John O'Donoghue, declared at the launch of Team Ireland in July, "On the basis of progress made, the Government has invested €7.94 million in Olympic sports, the Olympic Council of Ireland and the Paralympic Council of Ireland in order to give our talented athletes the best possible chance of reaching their potential in Athens. I want to wish the entire Olympic team the very best in the coming months. We understand the challenges ahead for the athletes and will support their efforts in every way we can."

While Pat Hickey, president of the Olympic Council of Ireland said: "I believe it is the best prepared and best focused team ever to represent Ireland in recent times."

But how much further should the Government invest in the efforts of Irish athletes who do not give value for money? Is it worth investing up to €20,000 in our high-performance athletes when the goods are not being produced?

How many Government-funded athletes achieved personal bests at the Athens Olympics? How many proved the investment in their preparation has been money well spent? If you were a JP McManus or a Dermot Desmond, you certainly wouldn't be putting your money into an Irish Olympic athlete.

However, one way to radically improve future Irish Olympic performances is to marry business investment and Olympic athletes and teams. Going against the Olympic ideal, you cry? How much would you care if it meant actually being able to celebrate a gold medal or two every four years?

And more importantly, the scheme has been proven to work in the USA. USOC executives are now writing budgets, not based on the amount that can be wrung from the coffers of governing sports bodies, but on the actual amount it will take in winnings.

The following may horrify those few purists left in sport but American officials are using medal count as the profit-loss margin upon which they should be measured.

"Our programmes have become venture-capitalist," Steve Roush, managing director of sports performance for the US Olympic Committee told Newsweek. "We've gone from just writing a cheque for the sport. Now we invest in specific programmes. It's an investment in increasing medal count."

The USOC's annual budget of $480 million does of course dwarf anything we can hope to put into Irish sport but America's example of courting corporate money is an important lesson Irish sports administrators and Government officials could learn.

As ever, it is the Americans who accept money and success counts and drives funding, participation and performance. US swimmers compete on a basis of windfalls and win bonuses of between $10,000 and $50,000.

So, while reports for future Irish performances may have stipulations and buzz words, bear in mind we have been here before. We need to start looking at value for money, and realise it is only corporate sector investment that has the clout to truly change things.

Alsothisweek

Is it a football? Or is it a shamrock? Or is it a space probe orbiting FAI HQ? No. It is the new logo from the FAI which was unveiled with the association's new brand strategy. Merrion Square tell us: "The new brand strategy includes a new brand image, website, fans network and merchandise and it recognises the core objectives of the Football Association of Ireland which are to support the development of all its teams and affiliates and to market its brand worldwide. It introduces IrelandFANS as a network of Irish fans at home and abroad which will act as an important communications vehicle to our worldwide audience."

If you're still figuring out the logo, here is the official explanation: "As well as embracing a long tradition with the shamrock, the new logo is a fresh, modern reflection of our heritage and the bright talent who star in our game at every level."

All is not lost for Wayne Rooney. His fiancée Coleen may have all but turned her back on him for his late night antics but Coca-Cola are standing by their sponsorship. "While recent revelations about his private life are inconsistent with Coca-Cola values, we know he regrets his mistakes," a statement read.

ListentoLombardi "The goal line is where the moment of truth comes and it is no place for a timid person."

bizofsport@eircom.net

StockWatch

77p - Rangers FC stock takes a sharp dip after they crash out of the Champions League

PriceWatch

€5.3 million - amount given by the Government this year to support high-performance athletes preparing for the Olympic and Paralympic Games.

Was it worth it?